Dive Brief:
- Verizon-owned brand Visible Wireless on June 1 unveiled its Pride Month campaign with the launch of a ‘70s-themed game show called “No Straight Answers,” according to a press release.
- The game show is available on YouTube, TikTok and Instagram and is hosted by comedian and actor Benito Skinner. Two teams will compete, including social media-famous group The Old Gays and a handful of LGBTQ+ creators under team name The Young Slays.
- The brand has also committed to donating $50,000 to SAGE, an organization that advocates for older members of the LGBTQ+ community. The effort comes as several brands face backlash for promoting LGBTQ+ topics in advertising.
Dive Insight:
As a slew of brands like Target, Adidas and Kohl’s grapple with conservative backlash from LGBTQ+ marketing efforts, likely credited in part to uproar stemming from Bud Light’s partnership with transgender influencer Dylan Mulvaney, Visible is leaning into its positioning of fostering connections among people year-round, regardless of similarities or differences.
“Offering connectivity for all isn’t a side project; it’s central to our business,” said Angie Klein, president of the Verizon Value portfolio of brands, which includes Visible, in a press statement.
“No Straight Answers” pits influencers The Old Gays against a team of younger LGBTQ+ creators including Jared Goldstein, Kendahl Landreth, Lila Jackson and Athena Layna. The teams will compete in playful games like “LGBTQ&A” and “Slang Slam,” which are intended to build awareness and spark conversations about LGBTQ+ history and activism.
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In addition to the game show, Visible will offer trivia and quizzes on LGBTQ+ history for consumers on TikTok and Instagram. By activating on platforms popular for younger generations like Gen Z, the company could help effectively spread awareness in obtainable ways. The company is also encouraging consumers to follow along by using the hashtag #ProudlyVisible.
The game show was developed and produced by creative collective Madwell. Others have similarly unveiled Pride Month efforts, including NYX Professional Makeup, which recently launched its “Game Out Loud” campaign in an effort to bring awareness to anti LGBTQ+ bullying in the online gaming world.
